Call to action: Effective CTAs That Actually Work

Think about this: Without a CTA, would your user know what comes next? How will they be able to get the download you have for them or watch the video? That gives them an opportunity to leave your site or social media page without acting, which diminishes engagement. If you’re trying to put them into a buyer’s journey funnel, they won’t be able to move through it without one.

There are many businesses that have multiple CTAs on their site, giving users options. It’s common to have a CTA for business directing the user to sign up for an email newsletter or read more blogs, etc. This keeps them interacting with your site and business beyond the initial interaction.

It’s common to see a content marketing CTA that directs users to support the sponsor, share on social media, sign-up for the newsletter, or read more.

Companies specializing in B2B may use free trial, sign up, let’s get started, or contact sales to identify what to expect. E-commerce sites may work a little differently, but the result is the same. Their actions usually involve buy now, checkout now, add to cart, or add to wishlist so they can continue moving through the journey.

Call-to-actions all serve specific purposes and different languages that connect with their audience. Call-to-actions should be simple but effective to add balance and symmetry.

5 CTA examples

These are great CTA examples that get results. They are used in different ways to attract and engage the audience.

Contently – Talk to Us

The team at Contently effectively uses their CTA to fortify the great content they put out. Instead of being direct and seeming a little stark, they took the power of their brand voice to create a friendly, approachable CTA in language that advises the user that they want to build a relationship with them. This also gives the user an idea of what they can expect from Contently.

Square – Get started free, contact sales, play video

Square is a well-known payment solution for businesses and solopreneurs. They have three CTAs in the same hero square that support their strong headline, Power Your Business with Square.

The subhead has a quick explanation of what Square does, but the power comes from letting the user know they can get started for free or contact sales if they have additional questions. A smart move was the final CTA, which was preceded by See how a business owner uses Square.

Netflix – Join free for a month

With Netflix losing a lot of subscribers because of their price hikes, they are offering the option to see if they like the service. Their headline is "See what’s next." But the subhead is what hits home – watch anywhere. Cancel anytime.

The CTA follows in a red box with Join free for a month. Their primary and secondary CTAs match the red in Netflix’s logo. This gives customers an option to try the service while removing the risk.

Essence – Read more

Essence magazine is very popular and is supported by its fans and other activities they have, like the annual Essence Festival. While they have hard copy subscriptions, they play heavily on the digital crowd with a huge hero image of the digital cover and the actual person next to it.

The headline, “Our new digital cover is out now!” followed by a large white CTA that says read more is the perfect segway into getting readers to click the button.

Point Blank SEO – Be Awesome

This CTA is for users to sign up for their newsletter. It’s really boring saying sign up, so they found another way to get interaction and get their audience engaged. Who wouldn’t want to be awesome? Then, they have another CTA regarding the blog with Yes, take me there. It works well because it’s fun. It’s also creating urgency and the use of an arrow to create a visually stimulating directive.

There are a few ways to write compelling CTAs. You can use a content optimizer to help you figure out how you want to attract and engage your audience to move forward, or you can use additional strategies. When writing, you should have a traditional and digital marketing mindset. Consider your target audience every step of the way, addressing their wants, needs, and pain points.

Here are a few to consider:

Visibility

You want your CTA to be very noticeable once they land on the web page. The font should command attention and make the user want to read it.

No-obligation or risk

The best CTAs make it clear that there’s no obligation to do anything and there’s no risk involved if they do. Users are drawn to CTAs where they don’t have anything to lose, so why not?

This has been a tried-and-true marketing tactic that helps in avoiding hesitation on the part of the user. When they know they can get an immediate result to determine if they want to keep the service or subscription, they usually move forward.

Design

Your CTA should grab attention. Using a bright color for the email button that has a nice contrast with the hero image or page is effective in getting eyes on your message. It’s also a good idea to consider the types of devices where these CTAs will be seen.

Consider customizing the CTA based on certain devices because the user behavior of people on mobile is usually different than the intent of people on a desktop. You can set a mobile preference for your CTA and use a call extension if you’re using ads.

Benefit

There should be a clear benefit to someone clicking on your CTA and completing the action. People want to know what’s in it for them once they move forward. This means your users should know without a doubt why they should take action. For instance, you might offer instant access to a special whitepaper or a coupon for page visitors who provide their contact information.

The copy makes all the difference in the world. The most effective CTAs are very straightforward. Highlighting the immediate benefits gives you an advantage because users like immediate gratification.

Text

The text should have action verbs to move the user forward. Start with command verbs that directly correlate with what you want. E-commerce sites should have something to do with buying. Newsletters or ebooks should have CTAs to move deeper into the customer experience. Information gathering CTAs should direct them on how they can connect with your team.

Giving them a clear directive like buy now, discover more, or other verbs that compel them to do something works well. Use secondary CTAs to reinforce the high value of the first one but give them extra options so they won’t just leave the site if they only have one choice. The secondary CTA should highlight how they can stay engaged with your company.

Sense of urgency

Distractions are very common for online users. The CTA should create a sense of urgency where they want to click and move on. Giving a limited-time offer as a CTA can propel the user to take action now rather than later.

Use words that are going to provoke a feeling or some type of reaction. Getting users excited about planning a vacation on your CTA can get them to click. Take advantage of FOMO. If you have any sales or promotions coming up, this is the time to put those CTAs to work.

Establish credibility

You want your CTA to connect with the people that know and understand what you do, and the people that are new to what you do. Give enough information so the user will feel comfortable feeling that you know what you are talking about and are trustworthy enough to want to learn more.

Be creative

You want your CTAs to be fresh and relevant. Don’t be afraid to step outside the box and generate excitement with your audience. Would you rather click on, fill out this form or start your healthy journey now? It’s all in the copy you’re using that can make a dramatic difference.

Use numbers when you can

People like seeing prices. You should use pricing when you can. Although it may be in your copy, using a CTA that says, get $300 off now! will get the clicks you want.

Once you create your call-to-action, use A/B testing to see how they perform. Each audience that interacts with your call-to-action will respond differently.

It’s up to you to figure out which ones work best. You may find that your CTA is in the wrong place and will perform more effectively somewhere else on the site. Scroll maps, heatmaps, and recordings can give you some indication on what works best and connect with your audience.

There are also a few things to avoid:

• Don’t use the word “send” or “submit”. It’s generic and boring.
• Stay away from one-word CTAs. They are very impersonal and seem forceful.
• Use “learn more” or “get started” sparingly. They work, but you can do a little more to inspire your audience. They may also be unclear if you don’t have the right supporting copy. Instead of saying get started, use language that spells out what that first step is, like scheduling a free consultation.
• Don’t guilt trip. You don’t want to use the “no thanks, I don’t want to save” button. It puts people in a position where they may feel as if you’re trying to guilt them into taking the offer. You want people who really want your offerings to convert.
• Hard to find CTA. You want your CTAs to be above the fold which is the top part of the page. This way, they won’t be missed. Your user shouldn’t have to scroll down to get to it.

Best CTA button text

The secret to a great CTA button isn't just slapping "Learn More" on everything and calling it a day. Your button text needs to tell visitors exactly what they'll get when they click. Instead of generic "Submit" buttons, try something that speaks directly to your visitor's wants.

For example, if you're offering a free guide, "Get Your Free Marketing Guide" works way better than just "Download." Or if you're selling a product, "Shop the Sale" feels more engaging than a plain "Buy Now."

Some real-world examples that convert well:

• "Start Your Free Trial" works better than just "Sign Up" because it emphasizes the 'free' aspect
• "Save Your Spot" creates more urgency than "Register"
• "Get 20% Off Today" is more specific and compelling than "Save Now"

Remember, people are more likely to click when they know exactly what happens next. Be specific, focus on the benefit, and keep it action-oriented. Think about what would make you want to click if you were browsing the site.

A good rule of thumb: if your button text could apply to any website in any industry, it's probably too generic. Make it specific to what you're offering, and you'll see better results.

Want to know if your button text is working? Watch your click rates. If people aren't clicking, try tweaking the text to be more specific about the benefits they'll get.

Mobile optimization for CTA buttons

Most people scroll through your site or read emails on their phones. That means your CTA buttons need to work perfectly on small screens, or you're missing out on a ton of potential clicks.

Size matters on mobile. If you've ever tried clicking a tiny button with your thumb and hit the wrong thing, you know exactly what we're talking about. The recommended touch target size is 44 pixels in height, though 50-60 pixels often provide better usability. This larger size accommodates various finger sizes and improves accuracy on small screens.

Proper spacing between clickable elements prevents accidental taps and user frustration. A minimum of 20-30 pixels between interactive elements ensures clean separation and improved usability.

In addition, mobile CTAs must have a strong visual hierarchy while considering various lighting conditions. The button color should contrast effectively with the background while adhering to brand guidelines.

For instance, if your CTA button has a dark green background, it might not make sense for the font to be black. Environmental factors like direct sunlight affect mobile visibility, making contrast even more important for CTA buttons.

You should also consider where you place your CTA. The most effective position typically falls within the natural thumb zone, approximately two-thirds down the screen. When using content creation tools, set up mobile CTA positioning separately from desktop layouts.

Effective mobile CTAs come in many forms, such as:

• Full-width buttons for primary actions like "Complete Purchase" or "Start Trial"
• High-contrast floating buttons for key actions like "Add to Cart"
• Bottom-fixed navigation bars with clear CTAs for multi-step processes
• Properly spaced button pairs for options like "Save for Later" and "Buy Now"

Why optimization matters

Mobile optimization directly impacts business results. Mobile users abandon websites that aren't optimized for their devices.

Additionally, search engines put mobile-friendly websites higher in their rankings. Poor mobile optimization affects direct conversions and reduces overall site visibility and organic traffic.

With mobile commerce continuing to grow, businesses that fail to optimize their mobile CTAs risk losing significant market share to competitors who provide better mobile experiences.

Measuring CTA performance helps optimize both email CTAs and sales landing pages for better results. Every CTA needs proper tracking to understand what drives conversions and what needs improvement.

How to track CTA performance

Without proper tracking and analysis, it's impossible to know if CTAs drive the desired actions or fall flat with visitors. Tracking reveals which CTA buttons play an important role in driving engagement and conversions and which ones need improvement.

This data helps optimize placement, design, and messaging to increase conversions over time. It also shows how CTAs perform across different devices and audience segments, allowing for targeted improvements where they matter most.

Most email marketing platforms and analytics tools offer built-in CTA tracking. Set up event tracking for each button click and ensure proper UTM parameters are in place to track traffic sources. For sales landing pages, implement heat mapping and session recording tools to see exactly how visitors interact with your CTAs.

Key metrics to monitor include:

• Click-through rates by device and placement
• Conversion rates post-click
• Average time on landing pages
• Bounce rates from CTA destinations
• Revenue generated per CTA

A/B testing your CTA

Testing different versions of CTAs reveals what resonates with target audiences. When testing CTAs on sales landing pages, change only one element at a time. This might mean testing different button text variations, color combinations, size, and placement options.

The surrounding white space and supporting copy also influence CTA performance. Each test should run long enough to gather statistically significant data. Most email CTA tests need at least 1,000 views per variation for reliable results.

Analyzing the effectiveness of your CTA button design

Several tools help analyze CTA design performance. Heat mapping shows exactly where users click most often, while scroll depth tracking reveals if users actually see the CTA.

Session recordings demonstrate how users interact with CTAs in real-time, and analytics data shows which devices drive better conversions. Analyzing the full conversion path for sales landing pages helps identify where potential customers drop off. This data shows whether the CTA design matches user expectations and needs.

Use performance data to guide CTA optimization. Remove elements that distract from main CTAs and adjust button placement based on user behavior. Refine messaging to match successful variants and optimize loading speed for better performance.

Once you identify successful elements, scale them across similar pages. Regular testing and analysis ensure CTAs continue performing well as user preferences and behaviors change. Both email CTAs and sales landing pages benefit from consistent monitoring and optimization based on real user data.

Common CTA mistakes to avoid

Even well-designed websites often struggle with CTA performance due to common yet preventable mistakes. Understanding these issues helps create more effective calls to action that drive better conversion rates.

Overcomplicating CTA button text

Many businesses try to get creative with their button text, resulting in confusing or unclear CTAs. Complex button text often leaves visitors unsure about what will happen when they click.

Instead of clever phrases, use clear, action-oriented text that tells visitors exactly what to expect. Replace "Yes, I Want to Transform My Business Today!" with simpler options like "Start Free Trial" or "Get Marketing Guide."

Poor placement and lack of visibility

Positioning CTAs incorrectly or making them blend into the background drastically reduces their effectiveness. CTAs buried at the bottom of pages or hidden among other elements often go unnoticed. Place primary CTAs where they're easily visible, typically above the fold on key pages. Use contrasting colors and adequate white space to make buttons stand out naturally without appearing aggressive.

Lack of focus on benefits or urgency

Generic CTAs that don't communicate value or create urgency often fail to drive action. When buttons simply say "Submit" or "Click Here," they miss the opportunity to reinforce benefits or motivate immediate action.

Focus CTA text on specific benefits ("Save 20% Today") or create urgency ("Limited Time Offer") while keeping the message clear and direct. Make sure each CTA clearly communicates what visitors gain by clicking.

Implementing effective CTAs across your marketing channels

Creating a unified CTA strategy across all marketing channels strengthens brand recognition and improves conversion rates. Each platform may have unique requirements, but maintaining consistency helps build trust with your audience.

The key to successful cross-platform CTAs lies in balancing consistency with optimization. Your website, ads, landing pages, and social media profiles should share common design elements that make your brand instantly recognizable.

While exact replication isn't always possible, your CTAs should maintain core visual elements that align with your brand identity. Track your performance against email marketing benchmarks to ensure your CTAs meet or exceed industry standards across all channels.

Regular testing and refinement keep your CTAs effective as user behavior evolves. Integrated marketing platforms like Mailchimp make it easier to maintain consistency while testing different variations.

Mailchimp's comprehensive suite of tools helps you design, implement, and track CTAs across all your marketing channels, with built-in testing tools and performance tracking to optimize your CTAs for maximum impact.

Whether you're sending email campaigns, creating landing pages, or managing social media posts, Mailchimp provides the tools you need to create CTAs that drive results. Sign up for Mailchimp today.

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Key Takeaways

• Effective CTAs combine clear, action-oriented text with strategic placement and design to encourage users to take action, driving higher conversion rates.
• Mobile optimization is crucial for CTA success, with proper sizing and placement significantly impacting click-through rates.
• Regular testing and performance tracking help identify the most effective CTA variations across different marketing channels.
• Consistent CTA design and messaging across platforms builds brand recognition and improves overall campaign performance.

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